Artificial Intelligence (AI) is redefining how our world (and our industry) works. From how we create, target, and optimise campaigns to how we address transparency, trust, and regulation, AI is transforming everything.
On 30th October at 12:00 CET, we’ll bring together leading voices from across the digital advertising ecosystem for our latest Great Debate on AI. A virtual event designed to unpack the rapid rise of AI, explore what’s next for our industry, and discuss how we can harness its power responsibly and effectively.
This Great Debate will offer fresh insights and practical perspectives on how AI is reshaping the advertising landscape, including:
We're thrilled to announce the first industry leaders who will be joining us on the virtual stage:
Jacqui Merrington, Director of AI, Mail Metro Media
Kay Schneider, President, ShowHeroes
Liz Salway, Managing Principal, Marketing Solutions, Empathy Lab by EPAM
Matina Thomaidou, VP, Head of Data Science at Dataseat, part of Verve
Patrick Hann, Ad Tech Manager, IAB UK
Tim Collier, Chief Commercial Officer, Scope3
More speakers will be announced soo, so stay tuned!
Find out more about the event here, and register below to secure your free virtual space.
Our Great Debate on AI is just one of many exciting virtual events coming up. Mark your calendars for:
We look forward to welcoming you to these upcoming events.
In this blog post, our Industry Development & Insights Director, Marie-Clare Puffett, reflects on the incredible work and growth of our Retail & Commerce Media Committee since its inception, three years ago. See what she has to say below.
What started as a small working group within IAB Europe has turned into a dynamic committee that represents a broad range of retailers, Retail Media Networks (RMNs), ad technology companies and brands. It is no surprise, really, given that Retail Media has emerged as the fastest-growing segment in Europe's advertising landscape, boasting an impressive 21.1% revenue growth. It now commands a significant share of digital advertising budgets, with one in every five Euros spent online going toward retail media campaigns. The market's total value has surged to €13.7 billion, underscoring its rising influence and strategic importance for brands and retailers across the continent. You can view all of our latest stats here.
So, what role has our Retail & Commerce Media Committee played in this evolving landscape?
It’s been nearly three years since the group was set up, and here are three core areas I would like to highlight and celebrate:
1. Redefining Measurement: Leadership in Retail Media Accountability
Our measurement standards and associated certification programme are leading the way in driving Retail Media consistency and transparency. Media buyers have been calling for more accountability and clarity from RMNs, and we have worked closely with all stakeholders to deliver the following:
2. The Forum for Industry Collaboration to Shape Retail Media’s Future
Through our multi-stakeholder committee and Retailer Council, we are enabling the conversations that matter in the future of Retail and Commerce Media. Additionally, our inaugural Retail Media Impact Summit ignited a collaborative dialogue poised to reshape the future of Retail Media across Europe. By bringing together industry leaders, innovators, and visionaries, we laid the groundwork for actionable strategies and partnerships that will drive measurable impact and sustainable growth. From the development of standards through to how core concepts are defined, this collaborative work is imperative to the scalability and success of Retail and Commerce media.
3. Insights that Define the Retail Media Landscap
From our market growth, size and forecasting updates from our Chief Economist to our annual Attitudes to Retail Media report, we are ensuring the industry has the insights that define how the market is performing and what challenges need to be addressed.
Of the work of the committee, Jason Wescott, Chair of IAB Europe’s Retail & Commerce Media Committee and Global Head of Commerce Solutions, WPP Media, said: "From the very beginning, our vision for the Retail & Commerce Media Committee has been bigger than any single initiative - it’s about igniting a movement built on trust, collaboration, and shared insight, empowering retail media to truly flourish across Europe. By setting bold standards, sparking meaningful dialogue, and delivering market-leading intelligence, we’re not just keeping pace with the industry’s growth — we’re helping to lead it with purpose."
Under the guidance of our Chair, Jason Wescott, Vice-Chair, Patricia Grunmann, and Retail Media Consultant, Yara Daher - alongside the active collaboration of all of our members - we’ve begun laying the critical foundations for Retail and Commerce media to flourish across Europe.
For more information about our initiatives and to explore how you can get involved, visit our Retail Media Hub, or contact me directly at puffett [at] iabeurope.eu.
9th October 2025, Brussels, Belgium - IAB Europe, the leading European-level association for the digital marketing and advertising ecosystem, today announced the launch of two key industry documents for Retail and Commerce Media. IAB Europe is seeking public comment on IAB Europe Commerce (including Retail) Media Measurement Standards V2 and the Flexible Ad Size Guidelines for Retail Media Networks (RMNs).
Developed by our Retail & Commerce Media Committee in collaboration with our Retailer Council, both documents are fundamental in our work to drive greater standardisation, transparency, and efficiency across Commerce and Retail Media. We now invite industry stakeholders to review the drafts and share their feedback to help shape the final versions.
Commerce Media Measurement Standards V2
First released in April 2024, our Retail Media Measurement Standards provide an essential framework to help buyers and sellers navigate and measure Retail Media activity. Now, updated in September 2025, our Commerce Media Measurement Standards (including Retail) V2 integrate industry feedback, introduce a refined measurement funnel, specific definitions for gross and net sales, plus key metrics for the quick commerce sector.
Key features of the updated Standards include:
The Standards focus on online (on and off-site) measurement and complement our separate guidance on In-Store Retail Media, acknowledging its growing importance in omnichannel campaigns.
Flexi Ad Sizes Guidelines for Retail Media Networks
As Retail Media grows, traditional ad formats often fail to integrate smoothly within retailer websites, leading to a proliferation of bespoke formats. While these customised solutions can drive engagement, they also increase complexity, strain advertiser resources, and can hinder scalability.
Our new Flexi Ad Formats Proposal, based on a solution developed by Tesco Media and refined through IAB Europe’s standards workshops, introduces a simplified and flexible approach to static display ad sizes.
Key benefits include:
The proposal recommends a core set of four flexible ad sizes, designed to work seamlessly across mobile, tablet, desktop, and mobile app environments, with clear implementation guidelines and code templates provided for retailers and ad tech partners.
Open For Industry Feedback
Commenting on the launch of the documents, IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, said, “Standardisation is crucial to unlocking efficiency, consistency, and trust in Retail and Commerce Media. These two documents represent important steps forward, but we want to ensure they reflect the needs and realities of all stakeholders. That’s why we’re inviting open industry input before finalising them.”
Both documents are open for public comment until Friday, 14th November.
Industry stakeholders can review the Commerce Media Standards document here and the Flexible Ad Format Guidelines document here, and provide feedback to the IAB Europe team at retailmediastandards@iabeurope.eu.
Standardisation is crucial to unlocking efficiency, consistency, and trust in Retail and Commerce Media. Developed by our Retail & Commerce Media Committee with key input from our Retailer Council and first released in April 2024, our Retail Media Measurement Standards provide an essential framework to help buyers and sellers navigate and measure Retail Media activity.
Now, updated in September 2025, our Commerce Media Measurement Standards (including Retail) V2 integrate industry feedback, introduce a refined measurement funnel, provide specific definitions for gross and net sales, and add key metrics for the quick commerce sector.
We’re inviting feedback from brands, agencies, retailers, ad tech, measurement partners, and publishers to ensure these standards reflect real-world needs before finalisation.
Key features of the updated Standards include:
The Standards focus on online (on and off-site) measurement and complement our separate guidance on In-Store Retail Media, acknowledging its growing importance in omnichannel campaigns.
Our latest Commerce Media Measurement Standards are now open for public comment. Your input is essential in shaping standards that work for everyone across the digital advertising ecosystem.
The deadline to provide your input is Friday, 14th November 2025.
As Retail Media continues to grow, traditional ad formats often fail to integrate smoothly within retailer websites. This has led to a proliferation of bespoke formats which, while sometimes effective, can drive unnecessary complexity, strain advertiser resources, and hinder scalability across networks.
To solve this, IAB Europe’s Flexi Ad Formats Proposal, based on a solution developed by Tesco Media and refined through IAB Europe’s standards workshops, introduces a simplified and flexible approach to static display ad sizes.
Our Flexible Ad Size Guidelines for Retail Media Networks is now open for public comment. Your input will help ensure the guidelines meet the needs of retailers, brands, and partners across the industry.pos
The deadline to provide your input is Friday, 14th November 2025.
On 24th September, Amsterdam set the stage for our inaugural Retail Media Impact Summit 2025, where more than 150 senior European leaders came together for a day dedicated to shaping and driving the future of Retail Media.
The Summit was not about big reveals. It was about big conversations and building what’s next. An open forum for stakeholders to really exchange their perspectives and contribute towards actionable outputs across key topics. From incrementality measurement and clean room solutions to in-store activation and the convergence of Retail Media with CTV, every angle was explored. Through keynotes and interactive breakout sessions, participants went beyond discussions to dive deep into the challenges and solutions that will shape the future of this dynamic industry.
Beyond the content, the Summit also created space for meaningful connections. Networking breaks, collaborative workshops, and informal conversations all played a key role in strengthening the community and fostering partnerships that will drive Retail Media forward.
A huge thank you to our Summit Sponsors, Koddi, STRATACACHE, TikTok, Zitcha, Appsflyer, Liveramp, Moloco, Advertima, Media Markt Saturn, and everyone who attended and participated. Your insights, collaboration, and contributions made the Summit a great success, and we can’t wait to see you again next year.
Keep your eyes peeled for more content from the Summit coming very soon.
In the meantime, watch our highlight reel here to relive all of the key moments from the day.
This Summit was inspired by the work of our Retail & Commerce Media Committee. To learn more about our initiatives and explore how you can get involved, visit our Retail Media Hub or contact our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
24th September 2025, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising ecosystem, is delighted to announce that Albert Heijn has become the first Retail Media Network (RMN) to be certified under the IAB Europe Retail Media Certification Programme. The certification follows the successful completion of a pilot audit conducted by ABC, one of the independent auditors participating in the programme.
Launched in October 2024, the Retail Media Certification Programme is designed to bring greater transparency, consistency, and trust to the measurement of both on-site and off-site Retail Media campaigns. By meeting the certification standards, retailers demonstrate their commitment to delivering accountable, transparent, and high-quality Retail Media offerings. This, in turn, fosters a trusted environment for brands and agencies to invest with confidence, driving growth and maturity across the European market.
As part of this programme, Albert Heijn has now been certified for Display (static) and Sponsored Products across its on-site properties, including the Albert Heijn website and mobile app. Retail Media Networks participating in the programme can choose which specific ad products to put forward for certification, ensuring flexibility while maintaining rigorous standards.
Commenting on the achievement, IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, said, “The completion of this first pilot audit by Albert Heijn and ABC marks a major milestone in the rollout of the programme. The process has provided valuable insights that will further enhance IAB Europe’s Retail Media Measurement Standards and certification framework, ensuring they remain practical, robust, and aligned with the needs of the Retail Media ecosystem. ABC’s role as the first auditor to deliver a certification also demonstrates the importance of trusted, independent verification in building confidence in this fast-growing sector. We look forward to engaging more retailers in this programme.”
As the first RMN to be certified, Albert Heijn’s certification recognises the retailer’s strong commitment to transparency, accountability, and measurable impact in its Retail Media solutions, establishing a benchmark for the wider market and paving the way for more companies to follow.
Rolf Oosterhoff, Head of Retail Media Services at Albert Heijn, commented, “We’re proud that Albert Heijn is the first retail media network to be certified to IAB Europe’s Retail Media Standards. This recognition underscores our commitment to transparency and effectiveness. Albert Heijn has long been a frontrunner in retail media. It’s a milestone for us and for the industry, and we look forward to working with our partners to further professionalise and grow retail media.”
As one of the auditors for the Certification Programme, ABC plays a critical role in conducting impartial and transparent assessments of participating companies, verifying that they meet the certification requirements set out by IAB Europe.
Jan Pitt, Commercial Director, ABC, said, “We’re delighted to have partnered with the Albert Heijn team to deliver the programme’s first certification and a clear reference point for the market. Our audit verified how onsite metrics are defined, captured, and reported by testing the methodology, data flows, and evidence behind the numbers - giving advertisers and Retail Media Networks the confidence to trade on independently verified metrics.”
Building on this success, IAB Europe has expanded the programme to ad technology providers. Auditing and certifying both retailers and technology providers will ensure a consistent, end-to-end framework for Retail Media, further enhancing trust, transparency, and investment confidence across the ecosystem.
For more information on IAB Europe’s Retail Media Certification programme and how you can get involved, please visit the website here or reach out to the team at retailmediastandards@iabeurope.eu.
22nd September 2025, Brussels, Belgium - Last week, during DMEXCO in Cologne, IAB Europe, the European-level association for the digital marketing and advertising ecosystem, convened its Board of Directors to appoint a new Chair, Vice Chair, and Officers.
Reyes Justribó, CEO at IAB Spain, was elected Chair. Rhys Nölke, Chief Data Officer at Bertelsmann, was elected as Vice-Chair. Marino Gualano, Founder & International Business Development Director, Tangoo S.R.L was elected Treasurer.
They will be joined on the Executive Committee by:
The Executive Committee supports the IAB Europe Board of Directors and CEO in key decision-making, providing advice and strategic guidance.
Reflecting on her newly appointed role, Reyes Justribó commented, “It’s an honour and great responsibility to have been elected by my colleagues in the IAB Europe Board to serve as its Chair. I’m very conscious of the big challenges we have ahead as an industry and the important role our association has to play in supporting our associates to navigate them. The digital advertising industry is critical for creating employment and value all around Europe, and we all have to support its positive development. We, as a European association, will keep on working with the different stakeholders involved to create a safe and respectful environment in which the industry will keep on innovating and thriving to better serve European consumers.”
Townsend Feehan, CEO of IAB Europe, welcomed the new Executive Committee, saying, “This is an exciting and interesting time for IAB Europe as we proceed through the first year of the new European Commission’s mandate, with more innovation and policy developments on the horizon. I am delighted to welcome such a strong and diverse Executive Committee, whose leadership will be invaluable in guiding our organisation and supporting the digital advertising industry through this next chapter.”
Visit IAB Europe’s website for more information on the full Board of Directors and to explore the focus and work of the Association.
22nd September 2025, Brussels, Belgium - Last week, during DMEXCO in Cologne, IAB Europe, the European-level association for the digital marketing and advertising ecosystem, convened its Board of Directors to appoint a new Chair, Vice Chair, and Officers.
Reyes Justribó, CEO at IAB Spain, was elected Chair. Rhys Nölke, Chief Data Officer at Bertelsmann, was elected as Vice-Chair. Marino Gualano, Founder & International Business Development Director, Tangoo S.R.L was elected Treasurer.
They will be joined on the Executive Committee by:
The Executive Committee supports the IAB Europe Board of Directors and CEO in key decision-making, providing advice and strategic guidance.
Reflecting on her newly appointed role, Reyes Justribó commented, “It’s an honour and great responsibility to have been elected by my colleagues in the IAB Europe Board to serve as its Chair. I’m very conscious of the big challenges we have ahead as an industry and the important role our association has to play in supporting our associates to navigate them. The digital advertising industry is critical for creating employment and value all around Europe, and we all have to support its positive development. We, as a European association, will keep on working with the different stakeholders involved to create a safe and respectful environment in which the industry will keep on innovating and thriving to better serve European consumers.”
Townsend Feehan, CEO of IAB Europe, welcomed the new Executive Committee, saying, “This is an exciting and interesting time for IAB Europe as we proceed through the first year of the new European Commission’s mandate, with more innovation and policy developments on the horizon. I am delighted to welcome such a strong and diverse Executive Committee, whose leadership will be invaluable in guiding our organisation and supporting the digital advertising industry through this next chapter.”
Visit IAB Europe’s website for more information on the full Board of Directors and to explore the focus and work of the Association.
IAB Europe has partnered with Retail X for their latest event.
This is an exclusive, by-application-only gathering of 50 senior retail media leaders from retailers, brands and agencies, designed not to talk at you, but to have you roll up your sleeves and drive the UK’s retail media future.
Why this isn’t your ordinary conference
Building on themes emerging from Retail MediaX in May, this is an opportunity for those invested in the future of Retail Media to stay current, steal a lead on competitors, and forge relationships with industry peers and potential partners in a more intimate setting.
At our upcoming Retail Media Impact Summit, leading retailers, brands, and tech providers will gather on 24th September in Amsterdam to explore the innovations, strategies, and partnerships shaping the future of Retail Media in Europe. Across a packed agenda of keynotes, debates, and practical case studies, attendees will gain actionable insights to maximise the impact of their Retail Media investments.
One of the sessions set to provide a valuable perspective is “Advancing Incrementality Measurement”, which will examine how brands and retailers can move beyond traditional KPIs like ROAS to truly understand the incremental impact of their media investments. The session will feature experts, including our Retail Media Consultant Yara Daher, as well as Stanislas Lajouanie, VP Brands EU & LATAM at LiveRamp, who will share his experience working with global brands on this critical topic.
We caught up with Stanislas ahead of the event to hear his thoughts on incrementality measurement and what he’s most looking forward to at the Summit.
"Incrementality is about comparing two groups - one exposed to ads and one not - where the only difference between them is the campaign itself. This allows us to isolate and highlight the real impact of advertising on in-store sales with a high degree of confidence. It’s also a crucial complement to MMM and MTA: while those approaches provide broader or more continuous measurement frameworks, incrementality delivers a snapshot in time - a clear picture at time T - that shows the direct lift generated by a campaign. That’s why it’s such an important topic for us to address at the Retail Media Impact Summit, where precision and accountability in measurement are at the core of the conversation."
"We’re in a challenging time where brands are under pressure to prove the value of every marketing investment, and clear performance KPIs are more important than ever at the C-level. In many ways, the CFO has become the new CMO, demanding accountability and tangible business outcomes from marketing spend. This is why incrementality is so essential today: it demonstrates the true, causal impact of a platform or campaign on business results, cutting through noise and correlation to show what is actually driving growth."
"We help make collaboration possible by addressing the trust gap between retailers and brands: retailers are reluctant to share their data directly with brands, and brands face the same hesitation in return. By introducing a trusted third party and a secure, privacy-safe environment, we enable data collaboration without compromising control. This approach allows both sides to unlock real value — for example, by measuring the true impact of brand campaigns on sales, both in-store and online, using retailers’ transactional data within a unified platform. In the end, data collaboration is not just about sharing data, but about building the confidence and infrastructure to generate actionable insights that benefit the entire ecosystem."
Examples :
"What excites me most about the Retail Media Impact Summit is the opportunity to bring together retailers, brands, and technology partners around the same table to discuss how retail media can truly drive business outcomes. It’s a rare moment where the entire ecosystem aligns on innovation and collaboration - and especially on how we measure success. Measurement is at the heart of accountability, and I’m looking forward to exchanging ideas, sharing success stories, and exploring how we can collectively raise the bar for impact in retail media."
Stanislas Lajouanie and other industry leaders will be joining the Retail Media Impact Summit
The Retail Media Impact Summit, taking place on 24th September in Amsterdam, is the must-attend event for Retail Media professionals, bringing together leading voices from across the ecosystem for an interactive day of knowledge-sharing, practical workshops, and high-level debate.
Although the Summit is now sold out, the conversations don’t stop there. The insights and outcomes from the day will feed directly into our Retail & Commerce Media Committee, which continues to shape standards, share best practices, and tackle the key challenges facing the market. From transparency and measurement to off-site activation and in-store innovation, the committee will be driving forward the workstreams that matter most for the industry’s growth.
Find out more about how to get involved in our blog post here.
18th September 2025, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising industry, has today released the first Pan-European Impact Report on the Impact of AI on Digital Advertising, the first study showing how AI is being adopted, governed, and leveraged across the digital advertising ecosystem.
The results are clear. AI is no longer emerging; it is already here. The majority of companies (85%) report using AI-based tools for marketing purposes, most commonly for targeting (64%) and content generation (61%). Around three-quarters of respondents also plan to maintain or increase their investment in AI, signalling strong confidence in its role as a growth driver for the industry.
Developed by IAB Europe’s AI Working Group, the survey gathered nearly 100 responses from advertisers, agencies, ad tech companies, and publishers across multiple European markets, with over half completing it in the German language.
Commenting on the findings of the report, IAB Europe’s Data Analyst & Sustainability Lead, Dimitris Beis, said, “The digital advertising ecosystem is on the hunt for AI opportunities, both in terms of innovative technologies and new contact surfaces with users. The findings show that adoption in both predictive and generative use cases is widespread, but barriers such as shortages in expertise still need to be addressed. The ecosystem is dealing with questions old and new on issues ranging from privacy to governance, highlighting both that it has been underpinned by machine learning for decades and that new capabilities have transformative potential.”
Key Findings from the Report:
AI Adoption is Widespread and Investment is Growing
85% of companies already use AI-based tools for marketing, with nearly three-quarters confirming at least one campaign function is AI-powered. No respondents plan to reduce spend, and the majority expect to maintain or increase investment.
Targeting and Content Generation Lead Use Cases
Targeting and content generation top the list of AI-powered functions. Ad tech firms and agencies report clear KPI benefits, while publishers remain more cautious, with fewer than a third citing CPM increases.
Governance and Guidance Remain Inconsistent
While 68% of companies have general internal AI guidelines in place, less than half (43%) have them for marketing and advertising. Only a third of companies receive buy-side guidelines on AI, and in many organisations, governance is either not formalised or rests with a single lead.
Privacy and Skills Gaps are the Biggest Barriers
Privacy is flagged as the number one concern across the ecosystem when it comes to the use of AI in digital ad campaigns. Lack of internal expertise and training also stand out as critical obstacles to wider adoption, with differing views on whether user data can be used to train AI models.
Performance and Market Expectations Vary Across Sectors
60% of ad tech firms and 48% of agencies report KPI improvements from AI adoption, but publisher benefits are less direct. Looking ahead, over 80% of respondents say they are interested in buying or selling ad space on consumer-facing AI platforms such as LLM-based chatbots.
Wayne Tassie, Group Director NL at DoubleVerify and Chair of IAB Europe’s Advertising & Media Committee, also commented on the report, saying, “AI is beginning to reshape the foundations of digital advertising, with the majority of companies already using it in some capacity to finesse targeting and accelerate content generation. By streamlining processes, enhancing scale, and driving performance, AI is unlocking new work streams across the ecosystem. Yet gaps remain; governance and expertise are inconsistent, demand guidance is limited, and privacy stands out as the number one concern.
IAB Europe's report underscores the urgent need for clear frameworks, ongoing training, and responsible deployment. By addressing these challenges, AI can become an organic part of daily workflows and unlock a new era of efficiency, creativity, and sustainable growth for our industry.”
The report’s findings will directly shape the priorities of IAB Europe’s AI Working Group, which brings together experts from across the ecosystem to collaborate on responsible and effective AI adoption. Building on these insights, the group will continue its focus on key outputs including developing a Guide to Prompting for Digital Advertising and collaborating with publishers to address content access.
The full report can be downloaded from IAB Europe’s website here.
To find out more about our AI work and how you can get involved, please get in touch with IAB Europe’s Data Analyst & Sustainability Lead, Dimitris Beis, at beis [at] iabeurope [dot] eu.
